This article explores the factors that contribute to the success of
local commercial radio stations in Finland. Although the average station
loses money, a few stations are profitable, and this study explores the
reasons for their success. The study found that successful stations
were less dependent on national advertising, spent less on major costs,
and were more productive than the average station. It also found that
successful local stations target older audiences, dominate their local
radio markets, and have clear formats and a strong local orientation.
Nearly all the differences result from choices within the scope of
managers or in positioning and marketing strategies that are within the
scope of management.